eBay presents 'MYMIX' Spring/Summer 2012 fashion campaign

UK campaign celebrates British women’s individual approach to style

eBay, the UK’s biggest online marketplace for fashion1, will showcase its range of new and in season branded fashion in its forthcoming Spring/Summer campaign. Leading brands now selling on the UK site will feature in the integrated campaign including Moda in Pelle, L.K. Bennett, Dune, House of Fraser, as well as French Connection whose eBay store opened in December.

Using the ‘MyMix’ strapline, the campaign concept celebrates UK women’s individual ‘mix and match’ approach to style. Rather than use traditional models, eBay worked with women recognised for their individual style. These include five UK and global trendsetters who created their own looks for the advertising and accompanying Lookbook:

  • Italian fashion blogger, Eleonora Carisi, who features in the advertising and the Lookbook;
  • Anda and Masha – New York based stylists, bloggers and hat designers working in partnership, featured in the advertising;
  • Up and coming New-York based British fashion photographer Lara Jade, featured in the Lookbook;
  • Amal Fashanu, British-born TV presenter and daughter of footballer John, featured in the Lookbook.

The campaign will roll out across outdoor, print, mobile and digital advertising; onsite with editorial at ; via the eBay Style Collective blog at; and via a Lookbook featuring both studio and street style inspired looks.

Melanie Smallwood, UK Head of Fashion Brands for eBay said:
“The range of new and branded fashion available on eBay has grown massively in the past two years. Millions of people every week now use eBay Fashion to put together looks to suit their individual style. Where else can you create an outfit with a new season dress, alongside a designer handbag or one-off vintage accessory? UK women have a great sense of style. We want to celebrate this and get everyone mixing it up this Spring and Summer.”

The ad campaign will be supported with style extras available via an augmented reality app for iPhone and Android users. People can download the Aurasma app and point to any eBay magazine or outdoor ad to access a virtual magazine, behind the scenes stories and videos from the five style-setters. Shoppers will also be able to browse and buy from the Spring/Summer looks on their mobiles by linking through from the virtual magazine to the eBay mobile app.

Millions of eBay’s UK customers are now regularly visiting the site via their smartphones with fashion the most popular category for mobile shoppers. eBay is the UK’s leading shopping site by traffic and is home to more fashion retailers than anywhere else, selling a huge selection of new, used and vintage pieces. This includes over 40,000 small businesses and 30 high street fashion retailers.

Melanie Smallwood, UK Head of Fashion Brands for eBay said:
“Retail is changing at a rapid pace, and it’s tough for brands to keep up with new technology. At eBay, we’re investing in technologies such as mobile apps, barcode scanning, augmented reality and digital payments and offering this package to every retailer we partner with.”

The new advertising will run from 23 April until the end of June, featuring in weekly titles, such as Grazia and Look, as well consumer monthlies, including InStyle, Glamour and Cosmopolitan and in all major weekend supplements. eBay is also partnering with Marie Claire, as the exclusive sponsor of the Marie Claire mobile app at launch. The outdoor ads will appear in major cities across the UK, including the digital sites on the M4 Torch.

The campaign was developed by DDB Tribal in Germany, with Carat responsible for print and outdoor media buying, and Amobee for mobile media space. Essence is running the digital element of the campaign.